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Chili's Restaurant
Restaurant Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Restaurant Overview – Cont. Hierarchy at Chili’s Wentworthville Wait staff Chiefs (make main meals) Bar attendants Cooks (make side dishes) Restaurant Managers Back of House   Manager Customer Service Team Leader Wait staff Chiefs  (make main meals) Bar attendants Cooks  (make side dishes)
[object Object],[object Object],[object Object],The Business Environment Source:  Holroyd City Council website – Community Profile. 4,159  (10.8%) 3,169  (8.3% ) 2,985  (7.5%)   Total unemployed 34,326  (89.2%) 34,964  (91.7%) 36,955  (92.5%)   Total employed 38,485  (100%) 38,133  (100%) 39,940  (100%)   Total labour force 1991 1996 2001 Holroyd City Council  - Employment status (persons aged 15 years and over)
[object Object],[object Object],The Business Environment  -  Cont. Source:  Australian Bureau of Statistics - Business Use of Technology, 2004-05 ,[object Object],27   25 23 24 22 Businesses with  web presence 77   74 71 71 69 Businesses with  internet use 89   85 83 84 84 Businesses with  computer use 2004-05 % 2003-04 % 2002-03 % 2001-02 % 2000-01 % Business Use of Selected Technologies - 2000-2005 Source:  Australian Bureau of Statistics – Household Use of Information Technology, Australia, 2005-06 HOUSEHOLD HOME INTERNET &   COMPUTER ACCESS -  1998 to 2005-06
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Business Environment  -  Cont.
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Industry Customer Segments Source:   the Australian Dining-Out Market –Department for Industry, Tourism and Resources.
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Industry Customer Segments – Cont.
Competitor Analysis Varying Levels of Competition General Competition Product-From Competition Product-Category Competition Chili’s Restaurant (Wentworthville)
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Competitor Analysis  - Cont.
Perceptual Map Comparisons Repeat Purchase Favourability Uniqueness 10 0 10 0 Perception of:     Chili’s Restaurant   Other Restaurants   Fast-food outlets   Actual Impression of:   Chili’s Restaurant
Perceptual Map Comparisons  -  Cont. Food Quality Service Quality 10 0 10 0 Perception of:  Chili’s Restaurant Other Restaurants Fast-food outlets   Actual Impression of: Chili’s Restaurant Healthiness ‘ The Experience’ 10 0 10 0 Perception of:  Chili’s Restaurant Other Restaurants Fast-food outlets   Actual Impression of: Chili’s Restaurant
SWOT Analysis Type of  Strength –  (Ranking) : A:  Mangers experience and expertise –  (2nd) B:  Recognised and distinctive brand name –  (1st) C:  Restaurant location and facilities –  (4th) D:  New Take-away  (To-Go)  menu –  (3rd)  Type of  Weakness  –  (Ranking) : A:  Very poor customer rating –  (1st) B:  Limited healthy menu–  (4th) C:  Lack of marketing activities–  (2nd) D:  Seen as a special occasion venue (issue of low repeat purchase) –  (3rd)
SWOT Analysis  -  Cont. Type of  Threat   –  (Ranking) : A:  Fast-food outlets expanding their menu offerings –  (2nd) B:  Increased social emphasis on healthy eating –  (1st) C:  Economic factors reducing disposable income –  (4th) D:   Increasing popularity of ‘make it at home’ recipes –  (3rd) Type of  Opportunity   –  (Ranking) : A:  Greater emphasis of Chili’s brand image –  (1st) B:  Greater focus on take-away business during weekday lunch-time hours –  (2nd) C:  Offering repeat purchase incentives for customers –  (3rd) D:   Expand the menu to cater to wider tastes –  (4th)
Alternative Marketing Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Recommended Marketing Strategy ,[object Object],[object Object],[object Object],$40K - $80K Wentworthville town 25-60 range To-Go customers $40K - $80K Holroyd-Merrylands district 20-55 range Dining-in customers Income Geographic Age
Recommended Marketing Strategy  -  Cont. ,[object Object],[object Object],[object Object],[object Object],[object Object]
Recommended Marketing Strategy  -  Cont. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Recommended Marketing Strategy  -  Cont.
Implementation and Control Project Plan 28/03/2008 1/02/2008 Customer Service Leader New uniforms 28/03/2008 1/02/2008 Customer Service Leader ‘ Cool Cup’ for Kids 2   19/03/2008 5/03/2008 Customer Service Leader Live Entertainment 1 6/04/2008 4/04/2008 Both Restaurant Managers Grand Re-Opening 2/04/2008 2/04/2008 Customer Service Leader Teaching employees basic Mexican greetings 28/03/2008 1/02/2008 Both Restaurant Managers New exterior & interior décor* Complete Commence Responsible Activity/ Task Continuous 11/04/2008 Customer Service Leader Monthly member emails Continuous 4/04/2008 Customer Service Leader Membership Registration  28/02/2008 1/02/2008 Both Restaurant Managers Newspaper advertising 4 21/04/2008 7/04/2008 Both Restaurant Managers Flyers to Businesses 30/03/2008 1/02/2008 Both Restaurant Managers Emailing System 3
Implementation – Gantt Chart
Economic Evaluation Forecasted Profit & Loss Statement Graphically
Economic Evaluation – Cont. So in simple...
Economic Evaluation – Cont. Profits Increase!
Any Questions ? Thank You

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CHAPTER 2.ppt
CHAPTER 2.pptCHAPTER 2.ppt
CHAPTER 2.ppt
 

Chili's Restaurant Experience Makeover

  • 2.
  • 3. Restaurant Overview – Cont. Hierarchy at Chili’s Wentworthville Wait staff Chiefs (make main meals) Bar attendants Cooks (make side dishes) Restaurant Managers Back of House Manager Customer Service Team Leader Wait staff Chiefs (make main meals) Bar attendants Cooks (make side dishes)
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9. Competitor Analysis Varying Levels of Competition General Competition Product-From Competition Product-Category Competition Chili’s Restaurant (Wentworthville)
  • 10.
  • 11. Perceptual Map Comparisons Repeat Purchase Favourability Uniqueness 10 0 10 0 Perception of: Chili’s Restaurant Other Restaurants Fast-food outlets Actual Impression of: Chili’s Restaurant
  • 12. Perceptual Map Comparisons - Cont. Food Quality Service Quality 10 0 10 0 Perception of: Chili’s Restaurant Other Restaurants Fast-food outlets Actual Impression of: Chili’s Restaurant Healthiness ‘ The Experience’ 10 0 10 0 Perception of: Chili’s Restaurant Other Restaurants Fast-food outlets Actual Impression of: Chili’s Restaurant
  • 13. SWOT Analysis Type of Strength – (Ranking) : A: Mangers experience and expertise – (2nd) B: Recognised and distinctive brand name – (1st) C: Restaurant location and facilities – (4th) D: New Take-away (To-Go) menu – (3rd) Type of Weakness – (Ranking) : A: Very poor customer rating – (1st) B: Limited healthy menu– (4th) C: Lack of marketing activities– (2nd) D: Seen as a special occasion venue (issue of low repeat purchase) – (3rd)
  • 14. SWOT Analysis - Cont. Type of Threat – (Ranking) : A: Fast-food outlets expanding their menu offerings – (2nd) B: Increased social emphasis on healthy eating – (1st) C: Economic factors reducing disposable income – (4th) D: Increasing popularity of ‘make it at home’ recipes – (3rd) Type of Opportunity – (Ranking) : A: Greater emphasis of Chili’s brand image – (1st) B: Greater focus on take-away business during weekday lunch-time hours – (2nd) C: Offering repeat purchase incentives for customers – (3rd) D: Expand the menu to cater to wider tastes – (4th)
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21. Implementation and Control Project Plan 28/03/2008 1/02/2008 Customer Service Leader New uniforms 28/03/2008 1/02/2008 Customer Service Leader ‘ Cool Cup’ for Kids 2 19/03/2008 5/03/2008 Customer Service Leader Live Entertainment 1 6/04/2008 4/04/2008 Both Restaurant Managers Grand Re-Opening 2/04/2008 2/04/2008 Customer Service Leader Teaching employees basic Mexican greetings 28/03/2008 1/02/2008 Both Restaurant Managers New exterior & interior décor* Complete Commence Responsible Activity/ Task Continuous 11/04/2008 Customer Service Leader Monthly member emails Continuous 4/04/2008 Customer Service Leader Membership Registration 28/02/2008 1/02/2008 Both Restaurant Managers Newspaper advertising 4 21/04/2008 7/04/2008 Both Restaurant Managers Flyers to Businesses 30/03/2008 1/02/2008 Both Restaurant Managers Emailing System 3
  • 23. Economic Evaluation Forecasted Profit & Loss Statement Graphically
  • 24. Economic Evaluation – Cont. So in simple...
  • 25. Economic Evaluation – Cont. Profits Increase!
  • 26. Any Questions ? Thank You